TikTok Launches TikTok Pro Events, a Standalone App for Cultural Moments

TikTok announced on Wednesday that it's launching a new standalone app in the US dedicated to cultural milestones like the upcoming FIFA World Cup. The new app, called TikTok Pro Events, allows users to engage with other fans, explore trending videos, and access curated creator feeds. Users aged 18 and above can earn 'Stars,' which can be redeemed for exclusive benefits, by completing fan-focused activities within the app, such as searching for trending hashtags, visiting the FIFA World Cup hub, and sharing content.

These exclusive benefits include official FIFA World Cup merchandise through a dedicated in-app redemption store, TikTok Shop coupons, or the opportunity to direct TikTok-funded charitable donations through a partnership with Feeding America. By launching a dedicated app for global cultural moments outside of its main platform, TikTok is competing with other apps for user attention, while also giving creators and advertisers access to a more focused audience. The rollout also opens new revenue streams for TikTok's new owners through sponsorships, partnerships, creator-led marketing, and advertising.

The company notes that users can access its FIFA World Cup 2026 hubs within the main TikTok app by searching 'FIFA World Cup.' These hubs are powered by TikTok GamePlan, a suite of products designed to help sports teams, leagues, and broadcasters increase discovery and deepen fan engagement. The hub is where users can go to discover content, creators, and broadcaster highlights from the tournament. Users can download TikTok Pro Events via the Apple App Store or Google Play Store in the US.

Although TikTok started as a social media and entertainment app, the company has gradually expanded beyond that category, with its new focus on cultural events being the latest step. Most recently, the company launched TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within its app.